In today's fiercely competitive market, settling for mediocrity in design can be the Achilles' heel for any brand, leaving it lost in a sea of sameness rather than standing out as the one to remember. The phrase "Good is the Enemy of Great" encapsulates a vital truth in product design and branding. Good design, while satisfactory, often leads to mediocrity, rendering a brand indistinguishable and ultimately forgettable in the crowded marketplace. This reality underscores the importance of striving for great design – not just good.

Great design transcends mere aesthetics or functionality; it embodies a brand's unique identity and values, creating a lasting impression on consumers. It's about breaking the mold, pushing boundaries, and setting a new benchmark that others aspire to. In an environment where consumers are bombarded with endless choices, great design becomes the differentiator that can elevate a brand from being just one of many to be THE ONE – the option that resonates, engages, and endures.

Thus, the journey from good to incredible in design is not just a pursuit of excellence but a strategic imperative for any brand aiming for profitability, relevance, and legacy. It is about creating a product or brand experience that is consumed, cherished, and sought after. In the following discussion, we delve deeper into why great design is not just an option but a necessity for brands aiming to leave a mark in their domain.

Here's a comprehensive list of the attributes that make a product great:

1. User-Centricity: Designs should meet the needs and preferences of the target audience, solving real problems and enhancing the user experience.
2. Aesthetics: Visual appeal is crucial. The design should have an appealing look that resonates with its target market.
3. Functionality: The product must perform its intended function efficiently and reliably.
4. Ergonomics: Comfort and usability are essential for the end-user.
5. Innovation: Incorporating innovative features or approaches can set a product apart from competitors.
6. Sustainability: Modern design often means sustainable design, including using eco-friendly materials and designing for durability.
7. Economic Viability: Balancing quality and cost to ensure profitability without compromising design integrity.
8. Cultural Relevance: Resonating with the cultural context and values of the intended market.
9. Safety and Compliance: Adhering to industry standards and regulations.
10. Scalability and Manufacturability: Manufacturing at scale without losing quality is practical.
11. Adaptability: Allowing for customization or flexibility in use to appeal to a broader audience.
12. Consistency in Branding: Aligning with and reinforcing the brand's image and values.
13. Intuitive User Interface: Especially for digital or interactive components, ensuring ease of navigation and understanding.
14. Attention to Detail: Enhancing quality through meticulous craftsmanship in texture, fit, finish, and construction.
15. Timelessness: Creating trendy designs that endure in the market over time.

Combining all these elements, a great product design balances aesthetics, functionality, user-centricity, innovation, and practical considerations while being adaptable, brand-consistent, user-friendly, detail-oriented, and timeless.